©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Google has stepped up efforts to re-engineer systems that plan, buy, sell and deliver online ads. Neal Mohan, Google VP of display ads, said the platform will help make that transformation at a customer conference on Tuesday. The DoubleClick ad platform upgrade, once known as DoubleClick for Advertisers, ties together technologies that large advertisers and agencies use to buy digital media. It claims to improve on several core Google components, including Invite Media rebuilt on the Google stack, rebranded DoubleClick Digital Marketing Bid Manager and DoubleClick Search.